Over the next 12 months, one in ten consumers are planning to renovate their kitchen and a further one in ten are planning a new bathroom, according to new research in the Homes Unhooked 2025-2026 report.

These figures are down marginally from 12% and 15% respectively in 2023, reflecting tighter budgets and shifting household priorities. However, the data also suggests that when consumers do invest, they’re seeking long-term impact, functional upgrades, and high-quality finishes, offering a crucial opportunity for kitchen and bathroom brands that can get their messaging right.

The research, conducted by PR agency Unhooked Communications for the Homes Unhooked 2025-2026 report, found that one in five consumers would like to move house but can’t due to financial constraints and a slow property market, meaning they’re choosing to invest in their current homes instead.

When it comes to factors driving home improvement decisions, the data shows that cost and value remain the leading drivers, followed by quality and longevity. Style and appearance continue to matter too, but today’s consumers are doing more research, asking more questions and looking for clear proof that products and suppliers can deliver on their promises.

“In a price-sensitive market, consumers aren’t simply looking for cheaper products – they want value, reassurance, and inspiration,” said Claire Gamble, Managing Director of Unhooked Communications. “This is where strong PR and marketing play a vital role. Brands that showcase quality, highlight durability, and tell stories about real-life transformations with happy customers will be the ones that stand out and convert interest into sales.”

Trust is a major factor in purchasing behaviour. The research shows that 35% of consumers are influenced by positive recommendations, and 36% want to speak to industry specialists before buying. Nearly half (48%) say they actively want to support local businesses.

Claire added: “Kitchen and bathroom brands need to act fast, and show up across multiple touchpoints to capture the interest of today’s shoppers. Our research reveals that consumers rely on a range of sources, including general online searches, YouTube tutorials, review websites, in-store experts, and social media, for information and inspiration. Businesses that invest in informative and inspiring content like project case studies, before-and-after photography, expert advice, media placements and independent reviews can build credibility and create emotional connections that influence decision-making.

“While the volume of planned big-budget renovations may be slightly lower than previous years, the desire for stylish, well-designed and functional kitchens and bathrooms has not gone away. For consumers choosing to stay in their homes and improve rather than move, these rooms still represent major investments within their properties, therefore the journey to research and plan their dream spaces is even more important – and provides the perfect opportunity for brands that invest in their PR and marketing.”

The research surveyed 2,001 UK adults. The full Homes Unhooked 2025-2026 report is available to download now at: weareunhooked.com/homes-unhooked-2025/

eco-cistem™, the first toilet cistern to use condensate water for flushing, has partnered with Smiths Briten to stock and distribute the product for the UK market. The exclusive agreement will ensure that eco-cistem™ is available on a speedy service to support its growth in the specification market across the UK.

Established in 1978, Smiths Briten is a leading UK distributor of bathroom products. The company’s main warehouse is located in Blackrod, Bolton, and it operates five satellite cross-dock facilities strategically based across the UK. From these locations, its fleet of 40+ delivery vehicles ensures a reliable next-day service to all major towns and cities in the UK. It has ten external area sales managers dedicated to providing customer support and a special focus on the trade & merchant market, making it a perfect fit to service the new eco-cistem™ product.

The new eco-cistem™ toilet cistern is designed to save mains water on a large scale. Predominantly, but not exclusively, intended for commercial hotels and offices, it works with air conditioning units that produce varying amounts of condensate water. In an eco-cistem™ installation, the condensate water, which is normally directed to the waste pipe, is redirected to the toilet cistern and used to flush the toilet(s).

The eco-cistem™ unit, designed and manufactured in the UK, features a patented 18-litre, twin-chamber cistern that can store up to 12 litres of ‘free’ condensate water above a standard 6-litre chamber dedicated to flushing the toilet. The unit prioritises using condensate water for flushing and only pulls in fresh mains water when no condensate is available. This ensures an efficient flush each time with no reduction in performance.

Paul Crossley, MD of eco-cistem™, explains, “Smiths Briten is a perfect partner to distribute this new product innovation. Apart from being a leading UK bathroom distributor with great service credentials, they have particular knowledge and expertise in the commercial market, where our product will be predominantly used to provide large-scale water savings. That said, as water becomes more expensive, and more UK homes install air conditioning units, eco-cistem™ is a great solution for domestic properties too.”

Gareth Jones, Smith Briten Trading Director said; “Here at Smiths Briten we are always looking for innovative products to help support our many customers and the revolutionary new eco-cistem™ product is exactly that. Delighted to work with Paul Crossley once again in his new venture and being exclusive through Smiths Briten we will ensure eco-cistem™ is available on a fast, reliable next day service to help support its growth in the UK commercial and specification market.”

eco-cistem™ is the world’s most environmentally friendly toilet cistern. More at www.eco-cistem.com or contact hello@eco-cistem.com or call 0800 032 2862.

The Bathroom Manufacturers Association (BMA) has announced Kiwa Watertec as a Silver Sponsor for the upcoming Connect Conference 2025, set to take place on September 16–17 at the Grand Hotel in Birmingham.

This year’s theme, “Connect the Dots”, will highlight the importance of collaboration across the bathroom industry — uniting manufacturers, supply chains, retailers, and merchants to address challenges and unlock new growth opportunities. In a fast-changing market, working together is key to ensuring resilience, innovation, and sustainable development.

Kiwa Watertec, a trusted member of the BMA, plays a vital role in supporting bathroom manufacturers through its comprehensive testing, approval, and certification services. With expertise spanning sanitary tapware, toilets, valves, pipes, fittings and showers, Kiwa helps companies achieve compliance and quality assurance for products destined for the UK, Europe, and global markets.

Their services — including product design evaluation, pre-compliance testing, and performance assessments — are crucial when the bathroom industry must align product standards with evolving regulatory expectations and consumer demands. This aligns directly with the conference theme, which champions partnerships and shared expertise to drive the industry forward.

Jonathan Price, Business Development Manager at Kiwa Watertec, said:

“We are delighted to sponsor the BMA Connect Conference 2025. At Kiwa Watertec, we work closely with manufacturers to bring safe, compliant, and high-quality products to market. Supporting the industry through trusted testing and certification services is not just our role — it’s our responsibility. As the sector faces rapid change, this conference is a great opportunity to exchange ideas and strengthen the collective standards that benefit everyone involved.”

Tom Reynolds, Chief Executive of the BMA, added:

“Kiwa Watertec’s support as a Silver Sponsor demonstrates their commitment to the bathroom manufacturing community. The sector faces ongoing challenges — from regulatory pressures to innovation demands — but we can be confident about our direction in 2025 by fostering collaboration and focusing on shared solutions. The Connect Conference is where those critical conversations begin.”

With keynote speakers Alex Depledge and Anna Leach, alongside dynamic panel discussions and unparalleled networking opportunities, Connect Conference 2025 will provide a platform for actionable insights and strategic alignment across the sector.

For more information and to register for the event, please visit the official BMA Industry Conference website. 

Leeds-based hot tap brand Wödar is celebrating a moment of footballing history – and a unique brand partnership – as Leeds United secured promotion back to the Premier League on Monday 21st April, with sponsored player Max Wöber playing a key role in the club’s campaign.

Wödar announced its sponsorship of the Austrian defender earlier this year, describing the partnership as a “perfect match” thanks to the shared name, iconic umlaut, and deep Leeds roots. The promotion victory has now added a celebratory note to the collaboration, with both player and brand standing out in their respective fields.

“We couldn’t be prouder,” said Michael Sammon, managing director of Wödar and a lifelong Leeds United fan. “This season has been all about fighting spirit, ambition and identity – qualities we see in both Max and the team, and ones we’re proud to champion through our brand. For Wödar to be associated with a player who’s helped bring Premier League football back to Leeds makes this sponsorship feel even more meaningful.”

The partnership was part of a wider strategy to reinforce Wödar’s connection to its home city and its commitment to supporting local communities. It also coincides with the company’s recent rebrand and product relaunch, positioning Wödar as a design-savvy but accessible player in the hot tap market.

“As a brand, we’re here to stand out, not just for style, but for substance,” continued Sammon. “And if the umlaut on our name wasn’t eye-catching enough, this season certainly has been.”